Developing relationships in supply chain
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Supply chain management traditionally has focused on sourcing components, materials and other supplies as well as distribution. Marketing plays an increasingly important role in the process; it balances procurement by providing essential demand information and building the relationships that help improve the efficiency of supply chain operations.
Integration
A definition from the Council of Supply Chain Management Professionals highlights the integration of supply-and-demand management within and across companies. It stresses the importance of coordination and collaboration with channel partners such as suppliers, intermediaries and service providers. This increasingly blurs the lines between companies and suppliers. Marketing plays an important role in building the relationships between the parties through communication and support programs. That, in turn, helps to build a collegiate environment in which all parties interact and participate in business development programs that contribute to improved customer service.
Contribution
In a collaborative relationship, supply chain partners contribute to high levels of customer satisfaction and help to make a company the preferred choice for customers. Marketing provides information on products and availability, prices, order tracking, incentives, marketing campaigns and sales information. This increases understanding of market demand and marketing initiatives, which in turn improves supply chain planning. By focusing partners’ attention on customer requirements, marketing enables the supply chain to strengthen the company's competitive position and support the successful development of new products
Supply chain management traditionally has focused on sourcing components, materials and other supplies as well as distribution. Marketing plays an increasingly important role in the process; it balances procurement by providing essential demand information and building the relationships that help improve the efficiency of supply chain operations.
Integration
A definition from the Council of Supply Chain Management Professionals highlights the integration of supply-and-demand management within and across companies. It stresses the importance of coordination and collaboration with channel partners such as suppliers, intermediaries and service providers. This increasingly blurs the lines between companies and suppliers. Marketing plays an important role in building the relationships between the parties through communication and support programs. That, in turn, helps to build a collegiate environment in which all parties interact and participate in business development programs that contribute to improved customer service.
Contribution
In a collaborative relationship, supply chain partners contribute to high levels of customer satisfaction and help to make a company the preferred choice for customers. Marketing provides information on products and availability, prices, order tracking, incentives, marketing campaigns and sales information. This increases understanding of market demand and marketing initiatives, which in turn improves supply chain planning. By focusing partners’ attention on customer requirements, marketing enables the supply chain to strengthen the company's competitive position and support the successful development of new products
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Explanation:
Generally, building supply chain relationships start with a framework used to structure the best interaction with essential suppliers, third-party providers and/or customers. There should be a history of working together and both parties believe there is potential for a solid partnership.
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